"Kas to Enjoy with All Five Senses"… OB Beer Opens Pop-up Store 'Kas World'

Operated at 'MM Seongsu' in Seongsu-dong from the 11th to the 20th
Full Lineup of Cass Brand's Renewal Designs Unveiled

OB Beer’s flagship brand 'Cass' announced on the 9th that it will operate a brand pop-up store 'CASS World' at 'MM Seongsu' in Seongsu-dong for 10 days from the 11th to the 20th.

In March, Cass underwent a full brand renewal by applying redesigned VBI packaging to all products. The new packaging, inspired by a waterfall (Cascade), emphasizes Cass’s unique freshness and crispness, maximizing visual impact with a linear radial design. This renewal was applied to all products, including 'Cass Fresh', 'Cass Light', 'Cass Lemon Squeeze', and 'Cass 0.0'.

CASS World is an experiential space designed for consumers to enjoy Cass’s new brand package design through all five senses. Inspired by waterfalls, the space features elements that maximize freshness, such as an 'Ice Cave' and 'Mineral Spring'. The entire space is connected like exploring a single brand world, allowing visitors to immerse themselves and fully enjoy Cass’s new brand identity.

At this pop-up, Cass will unveil the new package designs for the entire lineup, completely replaced following the VBI renewal. Based on the brand’s core values of 'freshness' and 'innovation', each area is composed of various themed experiential contents. The entrance’s 'Ice Cave' visualizes the cold brew method (72-hour cold fermentation at 0℃), enhancing visitor immersion. The following 'Cascade' zone visualizes the brand’s core value of 'freshness pouring like a waterfall'. It maximizes the refreshing sensation and energy Cass pursues while intuitively showcasing the brand’s spirit of innovation.

Additionally, there are various programs such as the 'Cass Bar' where visitors can taste the renewed products, the 'ICE Photo Zone' featuring 3D hologram experiences, a customizable T-shirt making zone, and a mirror photo zone. Visitors who complete the stamp tour will be given opportunities to make T-shirts and sample products. Furthermore, a total of 18 types of Cass goods reflecting lifestyle items, including T-shirts, phone cases, and openers, will be offered exclusively at the pop-up store.

An OB Beer official said, "CASS World is a space where visitors can fully enjoy the reborn Cass based on freshness, which is the core value of this renewal," adding, "We will continue to lead the market by providing differentiated experiences that prioritize consumer satisfaction."